When it comes to advertising online, every penny counts and if you’re spending your hard earned dollars on banner advertising that doesn’t work, you will soon become disheartened. With behavioral targeted banner advertising, you are able to create a more rewarding campaign by selecting your target audience.
If you pay for your banner advertising within a CPM model (cost per thousand impressions) on a website that is entirely wrong to your product or services, you could see low click through rates and engagement. If you use the behavioral targeted banner advertising model, you should expect to experience much higher click through rates and engagement due to the increased relevancy of people actually viewing your ad.
It is much better to pay more to put your message in front of the eyes that are your target demographic. By doing this, you know that you are reaching your exact target audience and can ensure a better response from any advertising campaigns you run due to the fact that your products and services personally interest the consumer.
Behavioral targeted banner advertising is essentially placing your message in front of qualified consumers who have recently shown an interest in the same products or services or have shown an interest in the past. Not only will this provide a better user experience for the consumer but it also generates more revenue for the advertising networks and its advertisers.
Advertising networks that offer behavioral targeted banner advertising will access web browser cookies on the computer of the consumer when he/she visits a network that displays the ads. Assessing the history of the cookies that contain recent websites the consumer has visited, allows the ad network to create a profile of interest which can then be used to provide more relevant display advertising for that specific consumer.
The key to successful banner advertising is choosing the right provider who can offer access to a vast amount of networks within specific targeted countries. The more websites that access the cookies of the visitors within the ad network, the more profiles can be built, meaning your message will be shown to a large amount of highly targeted, qualified consumers that have shown an interest or actually purchased products or services related to your own business.
You can also advertise to people that have visited your website in the past to offer time sensitive deals that you launch on your website. This enables you to resell to existing clients more efficiently and creating better brand awareness. Retargeting on Google AdWords can provide this type of advertising.
Are you currently running online display AKA banner ads at the present? How about in the past? What sort of results have you received?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1008907